Google Topics Become Advertising Focus for Marketers

Finding a way to target the right consumers without violating their invaluable privacy rights is of paramount importance for marketing professionals. At the same time, Google Topics also seems to provide a neutral middle ground that is being embraced by the majority of marketers. Research was conducted by Lotame.

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Google Topics Are the Preferred Research Source for About 71 Percent of Marketers

According to the results, other platforms like Cohorts are also seeing a lot of success. It's important to note that 31 percent of marketers feel their work has been constrained by recent developments, and 37 percent plan to increase investments to compensate for this. 36 percent of marketers cited identity as their top priority, as it's the kind of thing that could potentially allow them to continue after third-party trackers are retired. Personalization will be a key strategy for 44 percent. But 61 percent reported great results with CDPs. What we do know is that the marketing landscape is constantly changing and data management is at the forefront to cope with the changes.